JR TOC Review

  During the holidays, you can always expect to see the malls and local shopping centers filled with consumers purchasing gifts for their families and friends. It can be quite a hectic adventure. So much so, many consumers find themselves shopping online to circumvent some of the holiday stress. After all, shopping online can be an efficient strategy year round. But with many consumers choosing to shop online, comes the potential of the abandoned shopping cart. We’ve all been there. We receive an important phone call just as we begin to checkout, and forget all about it. How can brands entice those of us who abandon our shopping carts to come back to the website and complete our transaction? According to Experian’s Q3 2016 Email Benchmark Report, customers who received multiple abandoned shopping cart emails were 2.4 times more likely to complete a transaction than customers who only received one. However, that doesn’t mean that brands should bombard customers with multiple emails. In order to toe the line between burdensome and effective email messaging, brands need to take into account how their customers behave. By testing email suppression strategies, brands can find the right balance for successful messaging. For more information on the analysis and a complimentary download of the report, click here. To view the full press release, click here.

Unless you’ve lived under a rock for the past couple of weeks, you know the holidays are in full swing. And while spending time with family and friends are holiday staples, another holiday pastime is shopping. By that, I mean Black Friday. While we’re still a little over a week away, many consumers have already begun planning their Black Friday strategy. But who are these consumers? What are their interests? For marketers who want to target these consumers, understanding who they are is paramount to those efforts. The more they understand, the easier it will be to reach them. We recently leveraged our Social Media Analysis tool to conduct a study* of active social media users who mentioned #BlackFriday in posts, and we got a glimpse into the television shows, restaurants and types of brands they were more likely to follow and engage with on social media. Top television shows These are the social media handles for the television shows that #BlackFriday enthusiasts are more likely to follow than the overall population. Extra TV – 20.12 times more likely Stranger Things – 17.29 times more likely Jessica Jones – 16.64 times more likely Daredevil – 15.14 times more likely Gotham – 13.89 times more likely The Flash – 12.36 times more likely Star Trek – 10.95 times more likely Robot – 10.82 times more likely Empire – 10.67 times more likely Agents of Shield – 10.15 times more likely Top restaurants These are the social media handles for the restaurants that #BlackFriday enthusiasts are more likely to follow than the overall population. Little Caesars – 24.43 times more likely IHOP – 18.82 times more likely Krispy Kreme – 18.77 times more likely Red Lobster – 17.94 times more likely Applebee’s – 14.87 times more likely Dairy Queen – 13.96 times more likely Outback Steakhouse – 13.93 times more likely KFC – 13.88 times more likely Olive Garden – 13.59 times more likely Burger King – 13.42 times more likely Top brands types These are the types of brands that #BlackFriday enthusiasts are more likely to follow than the overall population. Household-Toys – 26.09 times more likely Stores-Consumer Electronics – 9.68 times more likely Beauty-Skincare – 8.70 times more likely Stores-Department – 7.15 times more likely Services – 6.94 times more likely What marketing fuel does this provide? There's no doubt that core demographic and geographic information are key components to understanding a specific consumer population, but marketers that want to stand out also need to understand the psychographic and lifestyle characteristics of their audience. These insights give marketers a glimpse into what makes the #BlackFriday consumer tick; what they like; where they eat; etc. When you tap into this type of rich, organic, consumer-generated data, you have the power to start making marketing decisions that may not have been obvious before. In this case of our #BlackFriday analysis, a brand who wants to reach the Black Friday shopper who is willing to put down their turkey day casserole and take out their holiday cash, may consider revising their media buy. For example, perhaps a brand doubles down on TV ad buys and commercials during Extra TV in the days leading up to Thanksgiving. And since three of the top five shows are OTT (over the top or streaming), they could also consider pivoting to other channels or partners to help get the word out. Who knows – maybe you could reward parents shopping at Toys R' Us with a free pizza from Little Caesars to take off some of the holiday stress. The data shows there could be synergy in partnerships or promotions that hasn't been tapped before. When people hear the word 'data,' they may have visions of people pouring over spreadsheets and numbers into the wee hours of the night. But when I look at Social Media Analysis, I see billions of pieces of data that have been distilled into audience intelligence that marketers 20 years ago would have fought over. This data cannot only fuel great business decisions, but more importantly, a ton of creativity. And backed by data, creativity is where brands can crush it. I can't wait for this holiday season to reveal which marketers have used data successfully with the hearts, minds…and pocketbooks, of the people they are looking to attract. For more information on the launch of Social Media Analysis, visit https://www.experianplc.com/media/news/2016/social-media-analysis/ *This analysis is based on SpotRight's active Twitter user profiles, and is derived from consumers tweeting about "#blackfriday" between August and November 2016. Active is defined as consumers who have tweeted in the past 12 months.

Technology is a high priority for most brands. Organizations often want to bring in the next technological prodigy to develop a successful platform or gadget. But successful technology teams go beyond the end product. Successful technology teams are constructed of team members who have a sense of purpose, and understand the goals they are working towards. But in order to create a powerhouse team, technology leaders need to invest time into their people. In this Entrepreneur article, Emad Georgy, chief technology officer for Experian’s Cross-Channel Marketing discusses daily practices all leaders should adopt when building a winning team. By incorporating these practices into their work environment, leaders are better positioned to build a successful team, and make a positive impact for their clients.  

Experian was recently named one of 2016’s Top 100 Fintech Companies by American Banker, joining the ranks of companies such as Thomson Reuters and FIS. This announcement comes less than two months after being named among Forbes Magazine’s Top 100 “World’s Most Innovative Companies” for the third year in a row. Ranking near the top at #13, this American Banker listing is further evidence of our commitment to innovation and creating a better world through data. All of us at Experian take this commitment very seriously, and we’re proud that every day our data and analytics are helping people and businesses to achieve more. The American Banker and Forbes rankings also confirm that Experian is much more than a credit bureau. We believe data has the power to transform lives and societies for the better, and we’re making sense of it in powerful new ways that others can’t. One example of our innovative approach to solving big-picture problems around the world is our Experian DataLabs, staffed by teams of scientists with Ph.D.’s and applied research practitioners with expertise in advanced analytics and machine learning. This team helps businesses solve strategic marketing and risk-management problems through advanced data analysis. Using applied research and development we work to increase profitability, optimize data assets, control financial risk and ensure regulatory compliance for our clients. We’re also looking at data in new ways to help companies better identify fraud to protect themselves and the customers they serve. Experian’s innovative capabilities also help people get the financial services they need. We’re uncovering new, ground-breaking ways to build clearer pictures of people’s financial situations, and we’re helping people use these insights to take better control of their future. By collecting, combining and analyzing data, Experian is powering opportunities to help people plan for and build a better tomorrow. I’m confident that we’ll continue to take hold of these opportunities to unlock the true power of data in the years to come.

Experian’s Group President of Marketing Services Steve Wagner was recently named Secretary of the Data & Marketing Association’s (DMA) Executive Committee. Elected at the 2016 &THEN global conference hosted in Los Angeles, Wagner joins a group of C-suite level executives from marketing brands, agencies, tech companies, data companies and media companies who serve as DMA Officers and Board members. This coalition of partners is focused on elevating DMA’s mission to champion deeper consumer engagement and business values through the innovative and responsible use of data-driven marketing. Wagner’s election to the executive committee is a reflection of the importance of understanding insights gleaned from big data, which work to power opportunities for marketers to better reach their target audiences. “Unleashing the power of data to drive decision-making is now more critical than ever before in targeted marketing,” said Wagner. “Experian uses big data to help build healthy, robust businesses that better understand their customers’ unique needs and interests, and use that intelligence to predict trends and plan for the future.” When DMA launched in 1917, it united a small group of marketers in Chicago to fight postal regulations. Today, DMA is comprised of data scientists, data technologists, data-inspired designers, creative experts and data-driven marketers, and boasts a network of more than 1,400 member companies representing nearly 100,000 members and participants. In his expanded role, Wagner will work alongside this like-minded group of individuals who are committed to powering opportunities through data. Wagner joined the DMA Board of Directors in April 2016. In addition to his new role as Secretary, he now acts as Chairman of the nominating committee for new DMA board members. The marketing industry is better understanding how to leverage big data as an increasingly vital tool. Being the trade body for the industry, DMA’s shifted focus to data-driven marketing is a recognition of that transition in the marketing industry which views data as an expanding resource to identify and fulfill customer’s needs and interests in a way that improves their lives—seamlessly and efficiently. Recently, along with announcing Wagner’s appointment, DMA rebranded itself with the growing role of data in marketing and advertising, from the Direct Marketing Association to the Data & Marketing Association. At Experian, we view data as a powerful key that unlocks endless opportunities for the future. We know that by unlocking the power of data, we can help marketers better reach their audience and maximize every opportunity while exposing consumers to products that suit their lifestyle. Wagner’s appointment to the Executive Committee of the Data & Marketing Association reflects the increasingly important role that data plays in the marketing industry, as well as the leading role that Experian is playing to help transform the industry.

Kevin Dean, president and general manager of Targeting for Experian sat down with Ginger Conlon, editor-in-chief of GingerConlon.com at DMA’s &THEN 2016 Conference. The two discussed a number of topics, including the re-emergence of third-party data for marketers. As the industry has turned towards data-driven marketing, more brands are again leveraging third-party data to enhance their first-party data, as well as pull insights that enables them to better connect with their customers. To read more from the interview, visit GingerConlon.com.